After working successfully with Sam in 2nd year on our D&AD entry, we both wanted to enter a competition together in 3rd year as well. Sam is very good at design strategy and is able to work conceptually with an awareness of audience, context and environment. He is also strong at Design fundamentals and layout, which compliments my image skills and technical knowledge really well. From this year's set of briefs, we were both keen to enter YCN.
In choosing a competition brief, we looked at 3 candidates:
Confused - Campaign to get young people to buy insurance through confused.
Nescafe Azera - Market high-quality instant home coffee through a new product innovation or tweak
Morrisons - Rethink the complete shopping experience
Some initial discussion made us eliminate the Confused brief and so we decided to brainstorm some starting points for each of the other two, breaking apart the brief and sharing initial thoughts
Of the two sets of initial ideas, we found that we felt that we could provide a unusual solution for Nescafe and decided that focussing on this would allow us to concentrate our efforts and go back to the start to research more thoroughly.
We studied the brief again carefully:
Brief:
Background:
Millions of coffee lovers are becoming baristas in their own homes following the introduction of NESCAFÉ AZERA, a new way to look at instant coffee. Through combining a tasteful blend of instant coffee and finely ground, roast coffee beans, we are able to deliver a true barista style beverage, with all the aroma, taste and look of a coffee-shop coffee.
Brief:
1.Come up with a new product innovation for NESCAFÉ AZERA. It can be a tweak to a revolution, for example - a new packaging idea, a new way to drink coffee, or even a simple design tweak. Think about creative solutions for ensuring our consumers are able to access the highest quality coffee in an instant. Remember, this doesn’t have to be a revolution; small changes can be just as impactful. The important thing will be how you bring it to life.
2.Create a social media campaign to launch your new product innovation. Any social media is fine by us. Please explain the campaign and bring it to life with visual examples.
3. A big part of a new launch is making it stand out instore. Show us how you would make your new product innovation catch the attention of audience while they shop. Use any form of media you feel would work (traditional instore displays, mobile, digital, branded merchandise).
Audience:
Our audience is a young and dynamic consumer. The AZERA buyer is 25-35, and part of ‘generation possible’. Not satisfied with accepting they can’t have something, they will find a way to make it happen. They challenge conventional ideas to get a better outcome. They have changed the rules in so many areas – from starting businesses with Kickstarter and Etsy, to redefining fine dining with street food and gourmet burgers.
Requirements:
All work must include the full brand logo
The logo cannot be changed, please always use it as given
Fonts: Barista Style Instant Coffee = Trade Gothic LT Pro Bold Condensed No. 20, Product descriptor text = Serifa Std. If you don’t have these please use something similar.
Concept:
We aimed to provide a truly new way to enjoy instant coffee, creating a product innovation that would engage the consumer and provide a fresh experience that challenges conventional coffee delivery methods.
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Using rounds of 10-minute design sprints, we were able to find out as much about the instant coffee market as we could:
Some really interesting research came up in the sprint, and it was great to see that me and Sam had taken different avenues of research and were able to discuss and compare aspects we found interesting or relevant. Much of both of our research pointed to trends showing that the UK is becoming more European in its approach to coffee and that the instant market is still growing and trying to find its feet in the emerging coffee shop culture.
Using additional sprint rounds we looked at investigating the audience of coffee drinkers specified in the brief, coffee shop brands and home coffee brands and products, and how both are able to merchandise their products for advertising and customer engagement purposes.
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